Key Attributes for IP Warm-up and Email Deliverability

Effective IP warm-up is crucial for establishing a positive sender reputation and ensuring your emails reach your users' inboxes. This page explores the essential recipient attributes that form the foundation of a successful IP warm-up strategy and contribute to long-term email deliverability.

By understanding and utilizing these attributes, you can:

• Target the right audience during your warm-up phase.
• Minimize negative signals like bounces and spam complaints.
• Comply with communication regulations.
• Segment your users for more effective campaigns.

Why this data is important for IP warm-up

During the IP warm-up period, Internet Service Providers (ISPs) closely monitor how recipients interact with your emails. Sending to unengaged users, or to those who have opted out, can quickly harm your new IP's reputation.

Using the attributes detailed below allows you to:

• Prioritize engaged recipients: For your initial warm-up sends, target users who are most likely to open and click. This signals to ISPs that your emails are valued.
• Minimize negative signals: Avoid sending to email addresses that are known to cause hard bounces, have registered spam complaints, or are on "Do Not Send" lists.
• Adhere to compliance: Ensure you meet gaming compliance and other regulatory requirements for email communication.
• Segment effectively: Tailor your warm-up approach by grouping users based on their lifecycle stage or past engagement levels.

Essential recipient attributes

The following table details the key attributes we recommend you collect and maintain. The Email Address is fundamental, as it's the unique identifier that links all other attributes to a specific recipient.

How to use this data in your strategy

We recommend incorporating these attributes into your IP warm-up and ongoing email strategies:

1. Initial Warm-up Segmentation:

   • Prioritize sending to recipients with a Y for both Opt-In Status and Allow Email.
   • Further refine this segment by focusing on users with recent Last Email Open Dates and Last Email Click-Through Dates (e.g., activity within the last 30-90 days).
   • Always exclude recipients where Email Blocked is Y.

2. Lifecycle-Based Segmentation:

   • Use the Date of Registration to identify newer users (who might show higher initial engagement) or to analyze engagement patterns of older users for list hygiene.

3. Monitoring and List Hygiene:

   • Continuously update these attributes. For instance, a sudden increase in Email Blocked flags for previously active users could indicate issues with your email content or sending practices.
   • Regularly review users with older Last Email Open Dates or Last Email Click-Through Dates. Consider them for re-engagement campaigns or, if unresponsive, for suppression to maintain list quality.

Key takeaways

• Accuracy is paramount: Ensure data, particularly Email Address and Opt-In Status, is correct and up-to-date.
• Prioritize engagement: Begin your IP warm-up by emailing your most engaged user segments.
• Respect preferences: Always honor the settings in Opt-In Status, Email Blocked, and Allow Email.
• Keep data fresh: Regularly update engagement metrics like Last Email Open Date and Last Email Click-Through Date.
• Monitor and adapt: Continuously review your email performance metrics and adjust your strategy based on the insights from this data.